We hear it all the time: ”To grow your Instagram following as a real estate agent, you need to be engaging with other accounts!

But what exactly does that mean? And who should you be engaging with? How do you engage with them authentically? And WTH are you supposed to say? 

Let’s get into it! 

What does it mean to “engage”?

Engaging on Instagram means liking, following, commenting, or messaging other accounts. Even if all you’re doing is posting an ROTFL emoji in a comment on someone’s post, that’s engagement. 

Some days, maybe that’s the only kind of engagement you have time for. And that’s okay.

Another day, you might post a comment with actual words. And on yet another day, if someone comments on a post of yours offering a free download, you might send them a DM with the download link and a short “Thank you” message. Or you might DM someone because you love their content and want to know if they’d be interested in collaborating with you on something. 

It could happen. And now that Instagram users can collaboratively post with up to five other people, some epic collabs could be in your future. 

Any time you engage with someone on Instagram, you open the door to them engaging with you. And who knows what opportunities those conversations could lead to. 

Who do you engage with?

None of us have an unlimited amount of time to spend on social media. Even if your job has you spending hours a day on Instagram, eventually you’ve got to do other normal humany things. 

So, how do you know who to engage with? 

#1—Identify your target audience

Before you start engaging people on your social media platforms, you need to know who your ideal audience is. Take a moment to think about the kind of people you have in mind when you’re creating content. 

  • First-time homebuyers?
  • Relocation clients?
  • Real estate investors?

Consider where your ideal audience would be hanging out on Instagram. Who do they follow? 

Because if you’re following the same people and engaging with those creators, you increase your odds of being seen by more of the people who would enjoy your content, too. 

#2—Follow local businesses and influencers

Engage with local businesses—especially those that complement real estate: 

  • Interior designers
  • Real estate photographers
  • Local furniture shops
  • Community organizations

#3—Engage with local hashtags

Search for popular local hashtags relevant to real estate or your city/town. This will give you a pool of potential followers and clients in your area. 

#4—Engage with those who engage with you

Monitor who is commenting, liking, or sharing your posts, and make sure to interact with them. Their engagement is a sign of interest. 

Now that you have their attention…WTH do you say?

Authenticity is key. So, here are three things you can do to ensure your engagement feels genuine: 

  • Start real conversations—Don’t just comment for the sake of commenting. Ask questions or share your insights to add value. 
  • Be personable—Avoid generic comments like “Great pic!” Instead, say something specific about the post. For example, “The vintage touch in this living room is stunning!”
  • Be yourself—Your posts and comments should reflect your personality. Let your genuine passion for real estate shine through. 

Here are four examples to get you started:

  1. Go to popular local business pages and show them support in their comments the way you want someone to do for you (Consider who your ideal client is following locally—local restaurants, gyms, recreation, etc.).
  2. Do the same thing for real estate industry accounts, too (agent followers = referrals). 
  3. A lot of people include a call to action that asks people to comment below. Just answer their prompt. 
  4. Reacting and responding to Stories counts as engagement, too. 

The next time you post, don’t forget to include a call to action and to include an incentive for your audience to engage with you by leaving a comment or sending you a DM. Then, however they respond, engage right back. 

Rinse and repeat. 

If you’d like help with the design of your social media posts, head over to Coffee & Contracts and sign up to join the waitlist (we’ll reopen for enrollment in the fall of 2023). 

By signing up, you’ll get our weekly Coffee Drip newsletter with ChatGPT prompts, social media post ideas, and trending audios to use (and more). 

Also, if you’re looking to level up your Canva skills, check out my BAMx course, “Mastering Canva Design for Real Estate Agents.” Use the code HALEY for 10% off your subscription!